Ⓒ Jonathan Kitchen
Choi Liu is an industry leader and one of the most notable Art Buyers in the field of advertising. Her prolific career to date and extensive experience has placed her at the top of her game, leading the Art Buying department at M&C SAATCHI. Having worked with some of the most high profile Art Directors in the industry i.e. Tiger Savage, Graham Fink and Alexandra Taylor, this has given Choi a great insight and a first hand understanding what an Art Director is looking for when in search for a photographer to assign to a particular project.
She has judged the Photography category for D&AD Professional Awards and Student Awards, the Illustration category for D&AD New Blood, Creative Review Photography Annual, AOP Assistant’s Award and the AOI Illustrators award. Most recently, Choi was a mentor for D&AD New Blood and has been featured in photography, design and advertising editorials where she showcases her insights on the art of creating a good portfolio and providing advice for budding creative talents.
Having worked on some of the most pioneering visual campaigns and exciting projects to date, over the breadth of her career, Choi has helped shape many photographer’s careers and supported undiscovered talent, launching them into the public eye.
Passionate about originality, keeping her finger on the pulse and ‘looking at everything’, Choi views an average of five portfolios per day. Her finely tuned visual expertise enables her to construct honest opinion of their strengths and weaknesses in order to decide whether or not they are appropriate for commissioning. Having been in the industry 18 years, this continuous viewing has meant that she has developed an acute critical eye, assertive professionalism, respect as a visual pioneer of her industry, and an enviable array of trusted contacts.